Spanish grocery chains boost online investment despite sector stagnation

Executive summary: Mercadona, Dia and Alcampo are increasing their online sales investments and the proportion of total sales generated through online channels, while the broader Spanish online grocery market has stalled at about 2.6% of sales. The heightened investment signals a strategic shift by major retailers to capture growth via digital channels, which could reshape competitive dynamics and consumer habits in the grocery sector.

Who is involved: Mercadona, Dia, Alcampo (leading Spanish grocery chains) and the wider Spanish grocery market.

Likely next: Continued spending on e‑commerce infrastructure, expansion of click‑and‑collect services, and potential logistics partnerships to support higher online volumes.

Mercadona, Dia and Alcampo are stepping up their online spending and increasing the share of sales that come from digital channels, even as the overall online grocery market in Spain has remained flat at around 2.6% of total sales. The move reflects a strategic bet that e‑commerce will become a more important growth lever for traditional grocers. If successful, it could shift competitive dynamics and consumer purchasing habits in the sector.